"Make it possible" is the tagline of Huawei's Ascend smartphone line, which the Chinese manufacturer boasts as the "fastest" in the world. That branding seems to have come from within Huawei's internal corporate structure, as neither creative shop Bartle Bogle Hegarty nor global brand agency WPP claimed credit. The campaign's underwhelming rollout at the Mobile World Congress in Spain "underscores the gap between ... Huawei and the likes of Samsung and Apple when it comes to marketing," writes Anita Chang Beattie.

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